ITV has apologised to football fans for showing adverts during the only goal in the Merseyside derby.
Many viewers missed Dan Gosling's extra-time winner on Wednesday night which saw his Everton side put local rivals Liverpool out of the FA Cup.
Match presenter Steve Ryder said: "If you missed the goal we apologise. It was because of technical problems we had at that time."
Some just managed to catch the goal after a number of ITV regions and digital channels returned to the game seconds before Gosling's strike, but for others the adverts continued and the first fans knew of the goal was the Everton team's celebrations.
It is understood an automated system for broadcasting adverts, which should only be used on "regular schedule" nights, kicked in as the game continued in extra time.
The system is not designed for live events such as football games which can over-run and delay the schedule.
The only goal came just minutes before the end of extra time.
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